Sea ramps up AI push with dedicated investment unit

Singapore-based tech giant Sea has created a dedicated investment team focused on artificial intelligence as it looks to unlock new growth opportunities beyond e-commerce, reported by Bloomberg.

The new unit operates directly under the president’s office and is part of a wider company effort to channel resources into internal and external AI projects, according to people familiar with the matter.

The team is led by long-time executive Zhang Endong, who is also overseeing several newly formed groups studying how AI can be adopted across Sea’s businesses. The unit is evaluating AI startup investment opportunities globally.

Sea, the parent company of Shopee and Garena, has been stepping up its AI ambitions after chief executive Forrest Li said in 2025 that the company could potentially reach a trillion-dollar market capitalisation if it doubled down on AI and “makes the right calls”.

Growth pressure

The company is under growing pressure to prove its next phase of growth as competition intensifies across Southeast Asia’s digital economy.

Sea’s stock has fallen sharply since September 2025, when the company was valued at around $116 billion. Rising oil prices in 2026 have weighed on consumer spending and increased operational costs, prompting investors to closely watch the company’s long-term strategy.

A company spokesperson declined to comment on the AI investment initiative.

AI race

So far, the firm has introduced AI gradually across its ecosystem, including product recommendation systems and seller support tools.

Earlier this year, the company announced a partnership with Google, owned by Alphabet Inc, to integrate AI more deeply into its operations. The collaboration includes plans to develop AI-powered shopping agents.

It is now joining a broader industry race among global e-commerce giants to roll out AI-driven shopping experiences.

Companies including Amazon and Japan’s Rakuten are rapidly investing in AI-powered retail tools aimed at improving customer engagement and streamlining operations.

Closer to home, Sea faces increasing competition from Alibaba-owned Lazada, which launched AI agents last year to assist with refunds, deliveries and marketing support.

TikTok is also accelerating its AI commerce strategy. Parent company ByteDance has expanded tools that help merchants turn still images into videos with voiceovers. The company is reportedly considering spending as much as $70 billion this year on AI infrastructure and data centres.

Strategic shift

Sea’s latest moves signal a deeper structural shift inside the company as it attempts to future-proof its business amid slowing e-commerce momentum.

The company appears to be positioning AI not just as a supporting technology, but as a core pillar of its next growth chapter.